MLS Canada and Kellogg Canada this morning will announce a multiyear sponsorship deal in which the brand will be named the league’s official snack. MLS Canada GM Diego Moratorio said that this is the first Canada-specific sponsor for MLS. Financial terms were not disclosed. Kellogg’s has been an MLS partner in the U.S. since '17, so it was an easier conversation to have with the brand, said Moratorio. He added with Kellogg’s, there was “an appetite to build campaigns in the marketplace” and help grow their own consumer base while building the MLS fan base as well.
The deal stretches across all 10 provinces and territories, in both English and French Canada. It will include TV, retail, social and digital, along with activation around league events such as All-Star and the MLS Cup. Cheez-It and Pringles will be the initial lead brands. Moratorio said that beginning in Q2 through Q3, there will be a 16-to-22-week "big retail component with consumer-facing activation and in-store promotion." Also, Canadian broadcast partners TSN and TVA Sports will help drive brand awareness.
